Clarity with WSDM

Local brand WSDM has been making waves in the industry. We find out more

By Cheryl Chia

Seeking discernment through fashion is a tough feat and standing out in the crowd – in a good way – can be almost impossible with major brands carrying the same type of clothes.

Local brand WSDM (pronounced as “Wisdom”) started with this idea in mind.

Start of Something New

“WSDM also stands for We Seek DiscernMent,” says Abel Lim, who created the brand in 2011 with his wife, Riane Toh. They both have a design background and a good eye for trends.

Abel adds, “Singapore has limited menswear designers and they are usually either bespoke or office wear. We wanted to provide something different with street wear.”


WSDM draws inspiration from daily life and “signifies a start and beginning”.

He enthuses, “With every collection, we always want to put forth a positive image and optimism. We’ve realised a trend of brighter shades, textures and prints on Singaporean men and thus we incorporated that in our collections.”

Unique Collections

Their Spring/Summer 2013 range entitled More Than Life features large polka-dotted prints, candy-stripes and patches of colour on simple pieces such as cardigans, blazers, shirts and pants.

The pair is currently planning for their upcoming Autumn/Winter 2013 collection with “earth tones matched with bright colours”, out in mid-September.

WSDM has been worn by local celebrities such as Dai Yang Tian and on the set of Ah Boys to Men.

WSDM is located at Parco Next Next in Millenia Walk.